Creativity Best of 2012: Sony Pictures' 'Pirated Disc' Packaging for 'Girl With the Dragon Tattoo'

Published on December 20, 2012.

From now until New Year's, Creativity will be counting down the best creative brand ideas of 2012. Among them is this clever idea: A brand-new DVD packaged to look like a boot-legged copy. It was a brilliant move by Sony Pictures, which designed the disc of the 'Girl With the Dragon Tattoo' to look like someone scrawled the title of it on with a felt-tip pen. The design was a nod to Lisbeth Salander, an ultra-talented hacker who is the heroine of the movie.

It might have also been a not-so-subtle way to create a message around the problem of movie piracy, but consumers were a bit confused. Rental service Redbox had to clarify the issue via a warning message placed on the company's site.

Along with this clever bit of packaging, the movie also featured some of the most striking opening titles we've seen in recent years. Designed by Blur Studio, the sequence was a mix of live animation, abstract imagery and visual metaphor, set to the haunting sound of Karen O and Trent Reznor's cover of "Immigrant Song."

In the integrated/interactive category at No. 9 was Absolut's Unique bottle campaign, while TNT's drama-filled stunt in a little Belgian town took the spot in the television medium. To check those out, head over to Creativity -Online.com.